All that matters is the customer’s perception
And how you can influence it
I’ve had the pleasure of owning, working for, with and otherwise being involved in many companies over the year. And of course I’ve been a customer of many thousands more.
And I can tell you that
All that matters is the customer’s perception!!!
I don’t care how great you think you are, even if you can prove it to me and your colleagues. If the customer doesn’t see it you’re fired.
The Chef of your restaurant may make the most amazing food you’ve ever had. But if the customer doesn’t quite get it or the server is sloppy then the chef’s talents are lost.
Your agency can create the best looking ads around, but if the customer doesn’t see results from them you’ll be trying to pay the bills with the awards you’ve won from colleagues.
The answer is so close, but not easy
You know your customers well. You can call them up at anytime and ask them how you’re doing. But generally, they’ll tell a little white lie when they say everything is great.
They probably see you working hard and doing your best. You’ve built up a bit of a friendship and neither of you want to let the other down.
They can’t bear to tell you that they’ve been shopping around for other options, because they fear it will be answered with anger and disappointment. So they say everything is good, then they fester on their issues until something tips them over the pain point and they move on.
The solution is clear
From the outset in working with a new client, show humility. Show that you are your own worst critic, you know you’re not perfect and you want their input on becoming better. Make them a part of the process and they have a vested interest in continuing to do business with you.
When you’re selling someone, it’s easy to show off all the great work you’ve done for other clients. Instead of showing the finished product, show them how you and the client WORKED TOGETHER to create something great.
If you’re serving an amazing special at your restaurant, train servers to share why it’s different and how the chef was inspired to create it.
When you are facing a problem with a consulting client, say “Let’s find the best solution for you” instead of giving them direction.
Make them part of the story, part of the process, and part of celebrating the wins that come with them.
After all, no one wants to fire themselves…
I’m Clint Jolly. A chef, food explorer, entrepreneur, constant thinker, traveler and vagabonding traveler. Sometimes I share food based stories, research, recipes and the like on my blog. My writings here are more personal and business based. Thanks for following along!
